Need more customers?

Marketing Your Center
An article from the Spring 2010 issue of the GCCA newsletter

Chances are that you’re not closing 100% of the tours that come into your center. In this economy, it is harder and harder to get prospective customers to come in or call. Take advantage of the foot or phone traffic that you get by doing these simple steps! You never get a second chance to make a first impression!

• Walk into your center with a fresh set of eyes – see it as a potential customer.
  a. Does the curb appeal of your center need sprucing up?
  b. Does it smell fresh inside?
  c. Are there stains that can be cleaned?
  d. Are there visible stacks of unorganized papers around?
  
  
• Determine who conducts the tour and who is the first point of contact for your potential customer!
  a. They must dress professionally.
  b. They must speak well.
  c. They must be welcoming.
  d. They must deliver your sales message correctly.
  
  
• Have a planned tour sheet and question and answer sheet. Ask questions like:
  a. “What is most important to you?”
  b. “Why did you leave your last center?”
  c. “What are your biggest concerns?”
  
  
• Develop your Unique Selling Position (USP).
  a. Tell them the wonderful things about your center!
  b. Find something to brag about and be proud of it!
  
  
• Enlist others.
  a. Make sure your teachers know it is also their job to greet and welcome prospective parents and children.
  b. Keep a book of letters of recommendation at your front desk.
  c. There is power in referrals!
  
  
• When the tour is over, ask them if they would like to fill out enrollment papers, ask them if they would like to get started.
  a. Give them a reason to come in; a free trail day.
  b. Make sure you have all their contact information.
  
  
• If you did not close the sale, send a postcard with an incentive to come in.

Remember, tours are a sales process and practice is important. Think about what is important to a parent and what they like to hear.